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Actionable CONSUMER INSIGHTS based on BILLIONS of TRANSACTIONAL EMAILS for emerging markets



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#Media Streaming

Netflix’s Brazilian users VS US users

Netflix’s customer retention in Brazil over the past 36 months showed that users in Brazil are extremely loyal. Over 60% of Brazilian users still subscribe to the service 2 years after joining. For US users, the long-term retention rate is lower than that of the Brazilian ones.


Target and Best Buy are Transforming Online

The uptrend of sales for both companies from 2018 to 2019 is obvious amid the downturn for most traditional retailers. Online sales of Target and Best Buy have both seen peaks during the holiday season throughout the past two years. The average monthly online sales of Best Buy during holiday has risen dramatically by almost 50% this year.


Chinese Players’ red envelope money goes to Honor of Kings

Tencent’s top grossing game Honor of Kings launched its biggest update with a new feature “Honor Badge” right before the Chinese New Year. It helped the game's revenues peak again in China. In-app-purchase sales in the first week of the holiday month grew by around 150%.


MOMO beats estimates amid authority pressure

From April to July, MOMO's successful dating app Tantan(China’s Tinder) was removed from app stores in China. The app’s revenue was close to zero for over two months. However, on the first week it went live again, the number of paying users of Tantan soon went up by 50% compared to where it was 2 months ago.

Data Insights


Jan 17, 2022

Ride-hailing Race in Indonesia: Gojek versus Grab
In South East Asia, Gojek and Grab remain to be the two biggest ride-hailing mobility players, just like Uber and Lyft in the US. A lot has happened to both companies in Southeast Asia in the past year: Gojek announced its merger with Tokopedia and became GoTo Group; Grab app just finished its bell-ringing ceremony at Nasdaq with the biggest SPAC deal (NASDAQ: GRAB). At Measurable AI, we build and own a unique consumer panel and are the largest transactional email receipt data provider for the emerging markets, delivering both aggregated and raw data. Let’s take a look at the market share changes across 2021 in the ride-hailing industry between these two industry behemoths in Indonesia with our granular e-receipts data. The overall marketshare of Indonesia ride-haling has been stable with Grab leading with a small advantage. Based on Measurable AI’s e-receipts panel, we track the total spending on Mobility (Bike, Car included) for both companies. Measurable AI: 2021 Ride-hailing Marketshare Indonesian: Gojek app versus Grab app *In the above chart, we used the metrics “totalprice” as a proxy of companies’ revenues. Note that “totalprice” is the number before any promotion or discount applied to the order, which are closest to the GMV metrics for the two companies. Gojek seems to hold steady, owning around a 45% market share in the ride-hailing in Indonesia last year, while Grab’s shares fluctuate around the 55% mark. In May 2021, Grab managed to own around 60% of the market for a short while. Measurable AI: Indonesia Ride-hailing Marketshare by Product (% are rounded-up numbers) Thanks to the granularity of Measurable AI’s e-receipts data, we can dive deeper into the company’s mobility product offering. When it comes to four-wheel rides: Grab’s Grab Car owns a bigger market share in Indonesia than its competitor Go Car. In January 2021, Grab Car took around 39% of the total market, while Go car around 24%. On two-wheel rides, both Grab and Gojek own a similar market share at around 20%. Inside Gojek, car and ride contribute closer percentage of revenues for the company. Ride-hailing was one of the worst hard-hit sectors at the beginning of the covid breakouts. Nonetheless, the sector is slowly picking up along with the rising vaccination rates and the gradual reopening of the economy all over the world. We’ll continue monitor the competition of the ride-hailing giants in different markets. Talk to us for for more interesting alternative datasets on ride-hailing markets. Read previous articles on Grab and Gojek: A Grab Explainer: FoodDelivery, Rideshare, and More Ride or Die: Gojek versus Grab in Indonesia ABOUT US Charlie Sheng is a serial female entrepreneur, and a dedicated communicator for technology. She enjoys writing stories with Measurable AI’s very own e-receipts data. You can reach her at [email protected] Measurable AI provides actionable consumer insights based on billions of alternative data for emerging markets. *The Content is for informational purposes only, you should not construe any such information or other material as investment advice. Prior written consent is needed for any form of republication, modification, repost or distribution of the contents.



Dec 23, 2021

A Roller Coaster that only goes up: Food-Delivery Companies in Asia (III)
As the food delivery industry continues to grow with record high order volumes in different markets every day, it’s like a roller coaster that only goes up. On this roller coaster, the ultimate goal for all the food delivery companies right now is to compete for market share. Asia has grown to be a major battlefield for the biggest food tech companies in the world. As 2021 draws to an end, Measurable AI presents the third part of this food delivery industry research in Asia, covering specifically market share and average order value. (Read part I, part II) Based on Measurable AI‘s very own e-receipts data panel, Foodpanda ranks as the major competitor for the other food delivery companies when competing for market share in the following markets: Hong Kong, Taiwan, Malaysia, Singapore. In Hong Kong, Taiwan, and Malaysia, the food delivery market is a duopoly with Foodpanda competing against only one player. Measurable AI: Hong Kong Food Delivery Market Share in Total Spending (2021 Jan – Nov) In Hong Kong, Foodpanda has been leading the game with a slight advantage throughout the year of 2021. With UberEats announcing the quit just last month, the competition between Foodpanda and Deliveroo will only intensify in the following year. From our panel, when UberEats exited Hong Kong, it owned around 3% of the market share. Whoever can take this over in the next year will gain a stronger foothold in the Hong Kong food delivery market.Our latestscore from November is 51% (Foodpanda) over 46% (Deliveroo) in terms of total revenues in USD. Measurable AI: Taiwan Food Delivery Market Share in Total Spending (2021 Jan – Nov) In Taiwan, Foodpanda is competing directly against UberEats. UberEats owns a bigger share of the revenue pie; in the past two months, UberEats has maintained a 51% market share over Foodpanda’s 49%. Close game? At the moment yes, but it might be totally different in the next year since Shopee from Singapore and Coupang from Korea have decided to enter the food war in Taiwan as well. Check our former research on Taiwan’s Food Delivery Market to learn more. Measurable AI: Singapore Food Delivery Market Share in Total Spending (2021 Jan – Nov) Grab is leading in Singapore’s food delivery market, averaging at around 53.5% market share across the year 2021. Our data reveals that in the most recent quarter Deliveroo has picked up around 11% of the market share, a fast growth considering it only owned 5% of the market at the beginning of this year. Runner-up to Grab is Foodpanda, occupying around 38% of the Singapore market. Foodpanda has been able to maintain this share across the year. Measurable AI: Malaysia Food Delivery Market Share in Total Spending (2021 Jan – Nov) In Malaysia, Foodpanda leads the game with over 60% of the market share. Grab managed to grab around 38% of the market share in the latest quarter this year. In terms of average order value, Grab’s users contribute more revenues per order than those of Foodpanda in Malaysia. According to Measurable AI’s granular e-receipts data, the AOV (Average Order Value) of Grab’s users in Malaysia maintained over 8 USD throughout the year 2021. *AOV is calculated based on the total charged value of each order. Measurable AI: Malaysia Food Delivery Average Order Value 2021 In Singapore, Grab users’ AOV hovered around 18 USD, but slightly smaller than that of Deliveroo users. According to our former Hong Kong food delivery report, Deliveroo users have always shown greater AOV. *AOV is calculated based on the total charged value of each order. Measurable AI: Singapore Food Delivery Average Order Value 2021 As shown in the next two charts based on Measurable AI’s data, Deliveroo users in Hong Kong spend on average over 24 USD per order across the year. As for Foodpanda, its AOV has been the lowest in all four regions discussed in the research. *AOV is calculated based on the total charged value of each order. Measurable AI: Hong Kong Food Delivery Average Order Value 2021 Measurable AI: Taiwan Food Delivery Average Order Value 2021 That’s a wrap for the roller coaster series on the food delivery market in Asia. In the following research insights, we will continue to introduce more metrics and markets we track with Measurable AI’s granular e-receipts data to help our clients understand the food delivery market better. Interested in finding out more about the food delivery sector? Talk to us for more detailed, transactional datasets on the food delivery industry in more markets. See you in the next year!  Read The Roller Coaster Goes On: Food-Delivery Companies in Asia (I) The Roller Coaster Goes On: Food-Delivery Companies in Asia (II) ABOUT US Measurable AI generates actionable consumer insights based on its unique e-receipts data panel for emerging markets. Charlie Shengis a serial entrepreneur and a dedicated communicator for technology. She enjoys writing stories with Measurable AI’s very own e-receipts data. You can reach her [email protected] This Content is for informational purposes only, you should not construe any such information or other material as investment advice. *Prior written consent is needed for any form of republication, modification, repost or distribution of the contents. Please contact [email protected]



Dec 07, 2021

Shein, The Fastest Growing E-Commerce Company in the World
Source: Not Boring by Packy McCormick The Fastest Growing E-commerce Company in the World The latest trend in the fashion industry is the rise of a handful of fast fashion brands targeted at Gen Z. Amongst these fast fashion companies, the one that has catapulted to cult status among young women across the globe is the Chinese retailer Shein, with a valuation of over $15 billion. Shein is one of the fastest – and most secretive – growing e-commerce companies in the world. Raking in close to $10 billion in 2020 (CB Insights), Shein has reportedly enjoyed eight consecutive years of over 100% revenue growth. Estimated to be one of the fastest-growing e-commerce outfits in the world, Shein has revolutionized the way fashion is produced. Operating on an on demand business model. Shein’s popularity lies in the fact that its garments are astonishingly cheap and it quickly reflects the latest fashion trends. How did Shein Fare During the Pandemic? With enough background knowledge about Shein, many of you may be wondering whether Shein’s revenues have been impacted during Covid-19. At Measurable AI (‘MAI’), we specialise in providing consumer insights based on our unique dataset of transactional email receipts distributed across 22 countries. Let’s dig deeper into our consumer data and explore our findings. Shein’s Global Distribution The world map below illustrates Shein’s orders from our coverage of email transactional data across the 22 markets we cover. Shein Defies The Odds With Skyrocketing Sales During Covid-19 The pandemic has taken a harsh toll on several fashion brands and retailers. Neiman Marcus group, J.C. Penney, J. Crew, Brooks Brothers and more have filed for Chapter 11 bankruptcy protection, while others like Under Armour have seen significant decrease in revenues (read more here). Shein, however, as observed from Measurable AI’s transactional email receipt panel, actually saw its sales skyrocket from 2Q20 onwards, when Covid-19 became widespread and stay-at-home orders were enacted in mid-March. Average Order Value and User Index As illustrated by our graph below, across our four sample countries United States, United Kingdom, Mexico and Saudi Arabia, Shein enjoyed an increase in revenues from pre-covid days and seems to have sustained its momentum up until now. Average order value for consumers in the United States, United Kingdom, and Mexico seems to hover around the 60 USD mark (suspect this may be related to the free delivery minimum order value of 50 USD). Consumers in Saudi Arabia, however, seem to very much enjoy shopping at Shein with a greater number of items purchased in each order, and therefore, a higher order value hovering around the 100-150 USD mark. It is no surprise that digital storefronts are the new normal with many fashion brands pivoting fast to digital sales to stand a chance in remaining profitable. A Mckinsey consumer-sentiment survey conducted in April demonstrated a significant drop in consumers intention to purchase. The survey revealed declines in purchase intent of 70 to 80 percent in offline and 30 to 40 percent in online channels in Europe and North America, even in countries that have not been under full lockdown. Similarly, 74 percent of Chinese consumers said they have avoided shopping malls in the two weeks after stores reopened. It goes without saying that the days of picking clothes from the racks with your own hands are over and digital shopping is here to stay! Which Country’s Users Purchase the Most Items Per Order? As depicted in the map below, our e-receipt data panel revealed that consumers in emerging markets such as the Middle East, Africa and Latin America (which usually corresponds to lower income levels) tend to purchase more items per transaction from Shein. Saudi Arabia, in particular, outshines Shein’s main market, the United States. As illustrated below, you can see how the number of products bought per customer order in Saudi Arabia dwarfs that of the United States. Could the Shein online shopping spree from Saudi consumers be explained by the free shipping they receive from buying so much on each order? Our data seems to suggest so. How Does Shein Stack Up Against ASOS? For the past decade or two, British company ASOS had pretty much remained the gold standard for fast fashion amongst 20 something years olds. Given how fast Shein is growing, could it overtake ASOS as the world’s fastest growing fast fashion brand amongst teenagers? Comparing Shein to ASOS, the order value of ASOS is still higher by roughly 40 per cent. This could be explained partly by the higher cost for each item on ASOS and the lower delivery fee. How Ethical is Shein? Shein’s philosophy is a positive one: “Everyone can enjoy the beauty of fashion”. However, behind the public eye, just how ethical and sustainable is this e-commerce company touted to be the future of fast fashion? ’ Taking into account environmental impact, labor conditions and animal welfare, Shein doesn’t score highly on the ethics scale. From hazardous chemicals to carbon emissions to microplastics, Shein is making zero effort to rectify this. Furthermore, Shein’s mass production of cheap clothing based on its ‘on-demand’ algorithm is perpetuating a throwaway fashion culture amongst younger generations. Nor is Shein making much effort in improving its laborers’ working situation. According to BBC News, Shein’s workers are clocking in excess of 75 hours a week. There is enormous pressure on staff to churn out items fast. These workers, mainly migrants, are paid per item of clothing which encourages them to work long hours. Rumor has it that it could be involved in unethical practises such as child labor. So far, there is no evidence that Sheing ensures payment of a living wage in its supply chain and its employee initiatives and support are reportedly absent. Read Shein’s responsibility pledge here. Does Shein care for animals? Debatable. But it looks like Shein is working to clean up its image. For those who use TikTok, if you open the app you would probably have been greeted with the advert that says “Shein Cares”. Lot of people are using the hashtag #Sheincares on their videos alongside a new range of animal filters. For those unaware, Shein Cares is a recent campaign by Shein to show precisely that it cares for the animals. The company has agreed to donate US$300,000 to meaningful animal welfare organizations in a bid to keep the world’s animals protected. To shop your support, you can also shop at Shein’s Wild Heart collection. Just don’t forget to sign up to our consumer app to effortlessly earn shopping rewards in the form of reward dollars or cryptocurrency which can be redeemed for gift vouchers. What About Other Fast Fashion Companies? As the focus of this article is on Shein, we will be continuing our analysis of our transactional data for ASOS and other fashion brands in another article. In the meantime, for deeper data insights on Shein or ASOS – or on any fast fashion company in particular – please don’t hesitate to contact us at [email protected] Note: Prior written consent is needed for any form of republication, modification, repost or distribution of the contents. Please [email protected]



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